Hopscotch Sopexa

The food and beverage marketing ecosystem is constantly evolving. Companies expanding geographically, the changing consumption codes, pandemic-induced consumer habits, cultural specificities, and immense competition between companies to get their products listed across stores, force businesses to reimagine their marketing efforts. To get the elite, companies must strategize their initiatives for diverse audiences—be it cultural groups or B2B, B2C, and B2B2C—and cater to their specificities more holistically. “We are the trusted partners when it becomes mandatory for companies to mold their marketing campaigns in a way that fits audiences from different cultural backgrounds and modes of consumption along with showcasing product quality, GIs, and nutritional benefits,” says Marion Chazel, Australia Country Manager, SOPEXA Agency.

SOPEXA Agency, part of HOPSCOTCH Group, is a leader in food and beverage marketing & communication. Leveraging over five decades of experience and a repository of skilled and passionate cosmopolitan teams in 34 multinational agencies, it excels in preparing innovative, creative, and strategic marketing concepts that highlight clients’ product values and caters to their target audiences. SOPEXA’s experts understand the pulse of clients’ audiences and enhance their product’s values through creative campaigns. SOPEXA carries out all of its projects with a strong focus on sustainability. The HOPSCOTCH group, of which SOPEXA is a part, is also labelled “Platinum” by Ecovadais (one percent of the most sustainable companies in the world).

SOPEXA serves a range of clients in the food and beverages sector, including agri-food collectives, associations, and public institutions, and deploys campaigns globally. It also has a stellar reputation for creating marketing campaigns for government-funded projects such as events, masterclasses, seminars, and congresses, and has a segment for responding to their bids.

SOPEXA designs marketing concepts through a collaborative and research-intensive process. Its 34 agencies are integrated, where the employees interact to discover each country’s best practices and adopt them. It has a business intelligence department that connects with its agencies across the globe to keep them updated with trends and innovations in products, changes in consumption patterns, and behaviors of B2B, B2C, and B2B2C audiences. SOPEXA also focuses on local lifestyles and generational breakdown—like Generation X, Millennials, and Gen Z— before conceptualizing the strategies.

“Our role is to sublimate and highlight client’s products as per their target markets’ specificities to adapt marketing campaigns,” mentions Marion Chazel. It employs the best talent from top academies, including Wine Institutes, and collaborates with clients to develop campaigns that carry the essence of their product while also appealing to the specificities of their audiences.

SOPEXA’s campaigns deliver superior results because of its global network of partners. It has strong and lasting relationships with importers, distributors, buyers, chefs, sommeliers, and influencers who work on public influence campaigns through media and trade marketing. To facilitate the success, it goes beyond its internal teams and creates ad hoc crews with partners having the appropriate expertise for a particular product or event. For trade and PR, the firm leverages its networks of journalists, providing the best coverage to clients.

Its capabilities were best displayed when SOPEXA assisted in arranging a wine award at Sentosa Island in Singapore. It was a weeklong occasion with over 400 guests and SOPEXA partnered with its teams in Singapore and Hong Kong to identify the audience’s pulse and strategize. It organized symposiums and masterclasses with the best wine experts from all over the world and ended the event with a sumptuous gala evening.

SOPEXA’s zeal to move forward, advance with the latest innovations, comprehend the hottest trends, and collaborate with clients to create unique, powerful strategies engaging with customers worldwide, makes them a popular choice for brands and enterprises.